All recent studies confirm the trend: programmatic media buying, in mobile in particular, is booming. That’s very well, but what is programmatic and how does it exactly work? In this presentation you'll learn how to make the best of mobile programmatic buying as we: - Explain the basic concepts at play in programmatic - Go over the history of programmatic - Demystify the complex programmatic landscape - Unveil the vast array of targeting options available - Understand how to leverage all types of data for optimized performance

1. 1
The Fundamental Concepts of Programmatic
SPEAKER
Alexandre Pham
Head of Platform Solutions
at AppLift

2. 2
History of Mobile
Programmatic

3. 3
How it all started...
1994 2006 2019
2000 2007
First Ad
ever
70% of the
population
owns a mobile
phone
Hotwired
website
CTR of 44%

4. 4
Publisher
Direct
Ad
Network DSP
Programmati
c Direct
A little bit of history...

5. 5
The
Programmatic
Ecosystem

6. 6
The Programmatic Ecosystem
Advertiser PublisherDSP
Ad-Exchange
SSP
CRM DMP
RTB
PMP
Direct

7. 7
Data

8. 8
1st Party Data
Age
Hobbies
Home CountryLocation
Gender
Purchases

9. 9
2nd Party Data

10. 10
3rd Party Data

11. 11
Targetin
g

12. 12
Targeting
Audience
Behavioral
Geotargeting
Time
Targeting
(Dayparting)
Contextual
Lookalike
Modelling

13. 13
How it works?

14. 14
How it works?
8:03AM
High Annual Income
Gender: Female
Location: Paris, France
25 – 35 years old
Interests: Style, Fashion
Post Graduate Education
No children

15. 15
Mobile Ad Formats
Banners Interstitials Video Native

16. 16
Creative Optimization
Illustrating Creative Optimization – the Bubble Test

17. 17
CTR 0.53% CVR 2.18%
CTR 0.53% CVR 2.35%
CTR 0.51% CVR 3.37%
CTR 0.53% CVR 2.65%
CTR 0.54% CVR 2.46%
CTR 0.44% CVR 2.39%
Creative Optimization
Illustrating Creative Optimization – the Bubble Test

18. 18
Benefits of Programmatic
• Cost effective: Determine the unique value of each impression based on complex algorithms
• Targeting capabilities and precise reach: 1st & 3rd party data to purchase individual impressions in real-time
• Speed to market: technology enables faster “time-to-market” for campaign launch, reporting and
optimisations
• Scale: expand your reach
• Efficiency: manage media buys and access multiple inventory sources while streamlining operations
• Increased measurability and higher customer engagement
• Improved customer experience through better targeting capabilities

19. 19

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Contacts
Alexandre Pham
Head of Platform Solutions
aph@applift.com